360°Audience 360° - Creative New Zealand
Contents
1. ASE 7 ARTS COUNCIL OF NEW ZEALAND TOI AOTEAROA Audience 360 Vital Statistics Essentials User Manual What is Creative New Zealand s Audience 360 programme Audience 360 is a Creative New Zealand initiative designed to enable arts companies to further understand and analyse their audiences using a data analysis tool called Vital Statistics powered by Purple Seven This manual explains to participants how to use Vital Statistics Essentials Contact Details Senior Adviser Audience Development Creative New Zealand Level 3 Southern Cross Building 59 67 High Street Auckland 1010 PO Box 1425 Auckland 1140 T 64 9 373 3066 F 64 9 377 6795 creativenz govt nz audience360 Contents CONTENTS 1 Acknowledgements LOG IN 2 Vital Statistics Essentials SET UP 3 Venue Homepage Event Snapshot Report EXPORTING 1 Data UNDERSTANDING THE REPORT 8 Page 1 12 Page 2 UNDERSTANDING YOUR PROFILE 14 Mosaic Analysis Acknowledgements This document was originally created by Michelle Oxenham ARTS COUNCIL OF NEW ZEALAND TOI AOTEAROA and Leanne Gunnulson in consultation with Merryn Carter for the ADVICE Project Australia Council 2009 Thanks and Sida Australian Government In association with wwwpurpleseven co uk acknowledgment to Purple Seven for contribution to content Australia Council for the Arta Audience 360 Vital Statistics Essentials User Manual 1 Lo2. Home Analysis Tools Help Log Off Events Starting in 2007 Event Name lt Select a Value gt id aha Jez Ii os fe Find Next Select a format XML file with report 5 CSV comma delimite i Event Report BEAUTY AND THE BERG i seven Acrobat PDF file Web archive Excel Audience 360 Vital Statistics Essentials User Manual 7 Understanding the Report Page l Once your report has been generated you will see a summary at the top of page 1 of the report see below This summary includes the location of the event the start and end dates of the event the number of performances in the event run and the date up to which the figures are correct this is the date on which Purple Seven received the last successful DDX upload from your venue and is particularly critical to bear in mind when viewing data for events that are currently on sale of 2 Pp bi x Find Next Select a format Event Report Name of Event Date of Event Help for this Report Location NAME OF THEATRE Dates 26 05 2007 to 9 06 2007 Perfs 12 Correct as of Tuesday 10 March 2009 Customers 1 526 Tickets 6 540 Avg Group Size 4 1 Non Quick Sale 1 502 Capacity 9 386 Customer Yield 104 72 Revenue 159 803 Sold 70 Ticket Yield 24 43 The second part of the summary shows the sales information from the event run Included in this are Customers the total number of customer accounts to which t
3. Interestingly Blood Brothers appears in this list too only this time we are looking at a different event run of the same musical we can determine this by checking the start dates All underlined events in both columns are links Click on the event name for the list of customers who purchased ticket s to both events The next section of the report shows the ticket purchasing patterns according to group size This information is shown as both atable and a graph Group Size Bookers Revenue Group Size 2 937 40 396 27 553 32 609 15 935 8 655 4 869 5 443 2 520 18 887 5 19 18 Group Size EM Bookers M Revenue 1 2 3 4 5 6 Z 8 2 10 12 Audience 360 Vital Statistics Essentials User Manual There are three columns to the table The first is the Group Size This tells us how many tickets each of the bookers has purchased for the event we are reporting on In this table the bookers are grouped according to these Group Size categories Click on the underlined number for the list of customers The Bookers column tells us how many of our customers fell into each of the group size categories Finally the Revenue column tells us the total amount of money paid by all of the customers in each of the Group Size So for the Event selected 91 bookers bought single tickets and spent 2 937 in total on those tickets 43 people each bought 10 or more tickets and between them brought 18 887 of reve
4. These types have a statistically high propensity to show the qualities or characteristics being investigated such as consuming the products services sold and provided your business for example Average Representation The groups and types within this profile that have average index values of 100 are coloured Black Statistically these types have an average propensity to show the qualities or characteristics being investigated Under represented Types The groups and types within this profile that have low index values of lt 85 and lt 50 have been coloured Light Blue and Dark Blue respectively These types have a statistically low propensity to show the qualities or characteristics being investigated such as consuming the products services of your business for example 16 Audience 360 Vital Statistics Essentials User Manual Creative New Zealand Level 3 Southern Cross Building 59 67 High Street Auckland 1010 creativenz govt nz audience360
5. time elapsed of the on sale period Target Is your target number of tickets sold Capacity Is the total number of tickets for sale for your event Start Date Is the start date of your event or season if there are repeat performances of the same event End Date Is the end date of your event this will be the same as the Start Date unless there are repeat performances of the same event in a Season You can toggle between number of tickets sold and ticket revenue using the View drop down menu Audience 360 Vital Statistics Essentials User Manual 3 In order to edit your targets use the following steps O Click the edit button next to the event you wish to add targets to Which will open the following screen Homer Analysts Campeoigns Tools Help Logoff Tokyo Arts You are logged in as Vanessa Zighani View Ticket Sales M Summarise By Events Filter By Current Add to Favorites Remove from Favorites Omit Incude You can also add the Tix Target no of tickets Fin Target Financial Target in and the Tix and Fin Capacity Use your net budget to complete these fields and then press Apply It is critical that you do it in that order or you will lose the data you have entered The other fields are automatically populated from your account fe dhe lp Gros Home Analysis Campaigns Took Help Log Of Once complete click Save and the information will be saved a
6. where there was a sharp increase in both events In particular EVENT 1 had a huge increase selling over half the tickets in the final week of sales It will be useful for you to compare the ways these two events were marketed to see the relationship between your marketing campaign and the sales patterns so you may make future marketing decisions Capacity Achieved By Weeks Out EVENT EVENT 2 100 80 60 40 Aede 18301 JO 20 0 No Weeks Before Performance The next report shows the percentage of tickets sold as quick sales door sales where no customer details were recorded for the ticket purchasers In this case we can see that 66 of the 964 tickets sold were quick sales which is 7 of the total number of tickets sold Quick Sale Tickets 66 Total Tickets 964 Quick Sales 7 10 Audience 360 Vital Statistics Essentials User Manual To the right of the quick sale gauge you will find information about the customer s relationship to you their repeat attendance At the top of the pyramid in dark blue is an area representing the customers who have only purchased tickets for events at your venue once they have only bought for the event chosen for this report For this particular event you will see that 100 customers have not booked for any other event Below this in red are the customers who have bought tickets for this event and one other in yellow are those who ha
7. 99 24 BJORN AGAIN 13 11 2000 BJORN AGAIN 27 04 2000 23 CINDERELLA 09 12 2000 BOOGIE NIGHTS 09 03 2000 22 THE ROY ORBISON STORY 14 05 2001 SOUL TRAIN 21 02 2000 20 CAROUSEL 10 07 2000 THAT LL BE THE DAY 29 05 2000 19 JOSEPH 04 09 2000 SOLID SILVER SIXTIES 25 03 2000 17 NO MAIL 10 12 2001 HANK MARVIN 31 05 2000 16 THAT LL BE THE DAY 28 10 2000 THE BLUES BROTHERS 22 05 2000 13 BLOOD BROTHERS 15 03 2004 The Top 10 Previous Events table shows us for the customers who have made more than one attendance which were the most popular previous events to book for The column Event tells us the name of the event the customers booked for and the Start Date is the date of the first performance in the event run The Customers column tells us how many of your bookers have bought tickets for both the selected Event which we have chosen to report on and the event listed As this Event was a musical it is perhaps unsurprising that other musicals feature heavily in this crossover list The most popular previous event was Fame with 35 bookers also buying tickets for this event Blood Brothers was the second most popular with 27 bookers crossing over and so on down the list The Top 10 Future Events table shows us which are the most popular future events for our selected Event bookers The most popular future event is Aladdin with 35 customers also purchasing tickets for this The second most popular is Grease with 29 bookers crossing over
8. are to another even link on the bottom right of the chart This will take you to a screen where you choose the events you wish to add to the chart as a comparison Just click on the downward pointing arrow to the right of Select Year and select a year Home Analysis Took Help Loo Off Select Event s to Compare Now click on the downward pointing arrow to the right of Select Event s to Compare and select your events from the list You can select multiple events for this analysis if you require Home Analysis Tools Help Log Off Select Year 2009 Select Event s to Compare Ss 4 lt a I DANNY BHOY May 2009 O pavio CAMPBELL 6000 E EI DAVID HELFGOTT Aug 2 CloIviNE DIVAS May 2009 DJ DIVINE PERFORMING ART pon Giovanni Apr 2006 G site gt Audience 360 Vital Statistics Essentials User Manual 9 NOTE If you wish to compare events from different years simply repeat these two steps for each different year you wish to include Once you have chosen which events you wish to compare click on the View Report button to generate the chart Events Starting in YEAR Event Name EVENT NAME In the chart below we can see the event s selling patterns EVENT 1 achieved a final total of 70 of the total event capacity and EVENT 2 sold 74 of tickets EVENT 1 went on sale 8 weeks earlier than EVENT 2 with a similar steady purchasing trend with both events up until 2 weeks out
9. enue from tickets sold for the event The final table in the Event Snapshot displays information about the geographical location of the customers attending the selected event The bookers are broken down by the postal sector they live in and for each postal sector we can see the number of bookers the amount of revenue those bookers generated and the number of tickets they purchased Audience 360 Vital Statistics Essentials User Manual 13 Understanding your Pr Mosaic Analysis Profile Reports Explained This section allows you to understand the characteristics of your customers geographical catchment to be compared against a comparison file or area known as a base The following will explain how to interpret the information in this Mosaic NZ Profile Report Pacific Micromarketing our reference number KXXXIX Date our area or file Target a Mi kat Chent our ares or file Base Nat i H t Your contact osaic is a geodemographic segmentation It is unique in that it has Cemented itself as the globally accepted standard of consumer classification tools It lassifies more than 1 Billion of the world s consumers and 400 Million of the words households in over 25 countries world wide to enable Dusinesses ating in the word s top economies to make informed business decisions osaic NZ brings the global standard to New Zealand It classifies the entire consumer population and 1 6 Million households of New Zeala
10. g In Vital Statistics Essentials To log into your Vital Statistics Account visit www purpleseven co uk and click on VS Venue you will log in using your email address and password if you have misplaced or forgotten your password please contact the Audience 360 Project Co ordinator SSS ee Y eee Customers Support Resources Contact Us Data Medan te Ve What We Do Login to your VS Purple Seven is a marketing analysis VS Venue and integrated communications software company who have VS Agenc 2 Audience 360 Vital Statistics Essentials User Manual Set Up Venue Homepage Wome Analysis Campeigns Tools Help tog Off You are logged in as Vanessa Zighani Capacity Start Date 100 25 12 2009 Once you are logged into Vital Statistics you will see your Venue Homepage which gives you an overview of how your current matured and unmatured events are performing To get the maximum benefit from this page you will need to enter your financial and capacity targets for each event manually Run Is the Event Name Sold Is the total number of actual tickets sold Sold amp Rsvd Isthe total number of tickets held and sold Forecast Is a prediction of number of tickets sold using an algorithm based on the first 2 weeks of sale and updated from figures in the 3rd and 4th quarter of the on sale period it is 80 85 accurate Achvd Is the of your target achieved the figure in brackets is
11. ic NZ group type Target Vo This is the amount of your customers that fall into each Mosaic NZ group type expressed as a percentage of the Target total This helps you to identify which groups types the majority of your customers belong to Base The total number of records in your chosen comparison that belong to each Mosaic group type Base The number of records in your chosen comparison population that belong to each Mosaic group type as a percentage of the Base total This helps you understand which Mosaic NZ groups types your comparison population belong to Penetration This percentage shows the Target population as a proportion of the Base population for each mosaic group type This percentage allows you to understand the amount of customers that you attract from the base population Index This statistic indicates the propensity of each group and type to be within the realms of enquiry For example if your customer data has been profiled the index will show the propensity of each group or type to show the behavioural trait of being a customer to your business An Index compares the Target derived from your data against the Base to produce an Index Value Values of 100 show an average propensity and mean that the Target and Base are equal Values below 100 indicate increasingly lower propensities and mean that the Target is lower than the Base A
12. ickets were sold note the underlined text indicates a link click for a list of all the customers of the event Non Quick Sale the number of customers who bought tickets as non quick non door sales i e where the tickets were sold into customer accounts so customer data is captured Revenue the total revenue generated Tickets total number of tickets sold Capacity the total capacity of all the performances in the event run Sold the percentage of the capacity that sold Avg Group Size the average mean size of the group of tickets bought by each customer Customer Yield the average mean revenue per customer Ticket Yield the average mean revenue per ticket 8 Audience 360 Vital Statistics Essentials User Manual Capacity Achieved By Weeks Out The first chart displayed in the report below tells you how far in advance the tickets were purchased for the performances against the cumulative total capacity of the event run In the graph below we can see that 6 weeks before the performance only 15 of the ticket capacity had been sold at 2 weeks out the sales increased to 35 and then doubled to 70 as the final sales percentage in the last two weeks of sale Capacity Achleved By Weeks Out 62 IFIOL JO Yo No Weeks Before Performance Click here to compare to another event It is possible to compare the figures for this event run with others in your database Simply choose the Click here to comp
13. lternatively values above 100 show increasingly higher propensities and mean that the Target is higher than the Base Index Value Chart This visualises the index value The centre line equals 100 where the Target and Base are equal A bar appearing to the right of the average line means that there is a high propensity of that group type whereas a bar to the left of the line means that there is a low propensity Target Vs Base Graph This visualises the differences between the Target amp Base proportions allowing you to understand why the index value for each group type is either high above 100 or low below 100 Ranked Group Type Profile A ranked profile is provided for both pieces of group and type level analysis They show the same information as the first profile but this time shows the groups types in rank order according to their index values so that the most represented groups types within your customer file geographical area are at the top and the least represented groups types are at the bottom Those that are most represented can be considered as Key groups types that have the highest propensity to buy into your products and or services Audience 360 Vital Statistics Essentials User Manual 15 Over represented Types The groups and types within this profile that have high index values of gt 200 and gt 130 have been coloured Red and Orange respectively
14. nd into 11 roups and 42 distinct Types based upon their demographic and neighbourhood characteristics In this report your customer data catctynent area has py are likely to behave as consumers Of your your customer data catchment area Mosaic Lifestyle Groups Tarqot A Symbots of Success B Suburban Comfort C Urban Intelligence D Singles amp Starters E Family Growth F Provincial Pride G Working Fringe H Community Challenge Gray Power Cultural Ties K Rural Living Target Compared To Base By Mosaic NZ Groups Target Base NI nl Mosaic Group Percentage Ranked Mosaic Lifestyle Groups age m index A Symbols of Success B Suburban Comtor F Provincial Pride G Working Fringe K Rural Living E Family Growth Grey Power C Urban Intelligence J Cultural Ties H Commursty Challenge BB0G0088008 D Smoles 4 Starters Total 1 04 1 10 1 6086 255 100 0 19 100 h analysis on this page is repeated at type level on the following pages to provide a finer level of detail about the characteristics of your customer data catchment area 14 Audience 360 Vital Statistics Essentials User Manual Hyperlinks In the electronic copy of your profile you can click on the group and type headings on each page to be able to access the descriptions through our Mosaic NZ online resource website Internet access required Target This is the amount of your customers that belong to each Mosa
15. nd you will return to your Venue Homepage Please ignore the Artform and Company fields Their use is relevant to a VS Analysis account only To discuss the advantages of upgrading from VS Essentials to VS Analysis please contact the Audience 360 Project Co ordinator who will arrange for a Purple 7 representative to contact you Once you have completed this process for all of your events the Venue Homepage will offer an invaluable at a glance view of the current performance vs budget of all your events RE Te eae The Venue Homepage can be further customised and Support Portal Knowledge Base the visible data filtered in other ways We suggest the more Comins Surveys advanced user explore these options for themselves or use the Help gt Knowledge Base audio guides see right Audience 360 Vital Statistics Essentials User Manual Set Up Event Snapshot Report This report provides you with a useful summary of sales information for a particular event in your database You will find the Event Snapshot report in your Report List hover your mouse over the Analysis field and click on Report List fe th i Page Toos amp A s Home Analhvcie Tagk Help Log off Report List j Now the Reporting amp Analysis page has loaded click on Run next to Event SnapshotNZ Description Provides a ist of af astomers for a cancefed performance or an ent
16. nue to the organisation Please note that the following two tables in the Event Snapshot report may require additional formatting by Purple Seven If your Event Snapshot report does not generate these tables and you would like this information to be available please contact the Audience 360 Project Co ordinator Discount Code Customers Tickets Paid ADULT 287 857 34 428 CONCESSION 143 389 7 780 EARLY BIRD 48 115 2 530 FRIENDS OF THE THEATRE 12 28 616 COMPLIMENTARY 61 268 0 GROUPS 10 48 600 18 887 WEB ADULT 2 081 49 944 WEB CONCESSION 1 028 22 143 WEB EARLY BIRD 79 689 13 780 WEB FRIENDS OF THE THEATRE 71 485 9 700 1 526 6 540 159 803 The columns in the chart above are as follows Discount Code The codes used by box office staff to discount the tickets sold for the Event These codes are extracted directly from your box office system The list of discount codes you see in this report may not be a complete list of the discount codes in your database only those used for sales for the individual event run chosen for this report are displayed Customers The number of customers who have booked using each of the discount codes Tickets The total number of tickets bought under each discount code At the bottom of the column there is a total of all tickets sold for the event Paid The amount of money paid in total for all of the tickets under each discount code At the bottom of the column there is a total of all rev
17. re run Event Sracshot for NZ Audience 360 Vital Statistics Essentials User Manual 5 Next select the year your Event started in click lt Select a Value gt to open the list of years scroll down and select the year Home Analysis Tools Help Log Off Events Starting in lt Select Value gt Event Name lt Select 4 Value gt x Click lt Select a Value gt to open the Event names list scroll down and click on the Event you wish to view Home Analysis Tools Help togon Events Starting in Event Name e e ry AKMAL Live amp Uncensored April 2009 AUSTRALIAN ARMY BAND Musical Mornings May 2009 BILLY TWINKLE August 2009 Click View Report an animation and Report is being generated will appear it may take several seconds for your report to generate as the data from the UK server is configured Home Analysis Tools Help Logol Events Starting in 2009 se Event Name SON GIOWANNI April 2008 Jv 6 Audience 360 Vital Statistics Essentials User Manual Exporting Data As with all Vital Statistics reports you can export the data from VS into various file formats to allow you to download save and email print the information To do this simply expand the Select a format list at the top of the report to choose the file format you want and then click on Export Available formats include XML File CSV TIFF PDF Web Archive or Excel
18. ve booked for a total of three Customers Relationship to You No Visits Including This One gee a events and so on If you want to find out which of your customers fell into each of these categories you can click on each of the areas in the pyramid to see the customer lists Number of Weeks Since Last Attendance 16 14 Number of Weeks The next chart above shows you how long it has been since the last attendance of the customers who have attended more than once We can see that for the event chosen for this report 33 customers had previously attended relatively recently within 3 or 4 weeks of this performance To draw out a list of these 33 customers click on the line to the right of the selected number This will open a list of those customers that you can export We now need to move onto page 2 of the report Click on the arrow next to the page numbers at the top of the report Events Starting in 2007 vitalstatistics Select a format Audience 360 Vital Statistics Essentials User Manual 11 Understanding the Report Page 2 Page 2 of the report begins with tables showing the crossover between the event you have chosen for analysis and other events within your database Top 10 Previous Events Top 10 Future Events Event Start Date Customers Event Start Date Custom FAME 05 06 2000 35 ALADDIN 28 11 2000 BLOOD BROTHERS 15 05 2000 27 GREASE 03 09 2001 PETER PAN 11 12 19
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